臺灣博碩士論文加值系統

學習理論在新的競爭優勢理論中扮演重要的角色，透過關係學習，買賣雙方可以找出方法以降低或消除不必要的成本、改善品質與可信度，以及增加速度與彈性；又在顧客與供應商之供應鏈關係中，不僅包括經濟性因素，也應包括社會交換因素。因此，本研究主要目的在於(1)結合交易成本理論與社會交換理論觀點，建構一包含關係學習、關係信任與關係績效之整合性關係學習模式、(2)確認在夥伴關係中，如何促進關係學習、關係信任與關係績效，以及(3)探討關係學習與關係信任對關係績效的影響中，是否受到關係學習與關係信任互動效果的影響。
本研究以多層次傳銷商上、下線配對的方式蒐集了668份有效問卷，並以結構方程模式(SEM)驗證所建立的模式之配適度，以及研究之假說關係。研究發現：(1)本研究建構之整合性關係學習模式具良好配適度，適用於多層次傳銷業、(2)關係學習之前因包括資產專屬性、內部複雜性、溝通與承諾等四項，關係信任之前因包括資產專屬性、溝通與知覺滿意度等三項，而關係績效則受到關係學習、關係信任與溝通之正向影響、(3)在多層次傳銷業中，高度關係信任之隱藏成本是不存在的。本研究依據上述發現提出具體的理論與實務意涵，以及後續研究建議。

Learning theories play a major role in the area of new theories on competitive advantage. Through relation learning, both parties in buyer-seller relationships identify ways to decrease or remove unnecessary costs, to advance quality and reliability, and to raise speed and flexibility. Customer-supplier relationships in supply chain management involve economic elements explained in a contract and elements of social exchange. To validate the effectiveness of relationship learning theories on these issues, this study addresses three research purposes: (1) submitting an integrated relationship learning model based on theoretical concepts from transaction cost theory and social exchange theory; (2) identifying how relationship learning, relationship trust and relationship performance can be promoted; (3) exploring the impact of the interaction of relationship learning and relationship trust on the effectiveness between relationship learning and relationship performance.
The mode is tested using a sample of 668 upline-downline relationship dyads identified in multi-level marketing industry. Structural Equation Modeling (SEM) is applied to test the research hypotheses. The findings are summarized al follows: (1) the proposed integrated relationship learning model fits multi-level marketing industry; (2) relationship learning model using asset specificity, internal complexity, communication and commitment as antecedents agrees well with the data samples; (3) relationship trust model using asset specificity, communication and perceived satisfaction as antecedents also performs well; (4) relationship performance is positively affected by relationship learning, relationship trust and communication; (5) no evidence shows existence of hidden costs of high levels of trust in multi-level marketing industry. Theoretical and managerial implications, and suggestions for further studies are presented in final session.

第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究問題與研究目的 4
第三節 研究範圍 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 多層次傳銷業之特性與發展 7
第二節 關係學習 12
第三節 關係績效 18
第四節 關係信任 21
第五節 交易成本理論 26
第六節 社會交換理論 40
第三章 研究方法 56
第一節 研究架構與研究假設 56
第二節 研究變數定義與衡量 67
第三節 抽樣設計 73
第四節 問卷設計與預試 79
第五節 資料分析方法 80
第四章 資料分析 81
第一節 樣本資料分析 81
第二節 線性結構模式建立 83
第三節 信度與效度分析 88
第四節 結構模式之配適度分析 104
第五節 研究假設之檢定分析 108
第六節 實證結果之討論 109
第五章 結論與建議 114
第一節 研究發現 114
第二節 理論與實務意涵 116
第三節 研究貢獻 123
第四節 研究限制與後續研究建議 125
參考文獻 126

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三、網路參考文獻
2004年10大直銷公司業績調查報告(2005/6/1)，直銷世紀雜誌，http://www.iccpro.com/
中華民國直銷協會，http://www.dsa.org.tw/
台灣直銷從業率冠亞洲(2005/3/30)，http://tw.news.yahoo.com/050330/15/ln8go.html
行政院公平交易委員會(2004)，中華民國九十三年多層次傳銷事業經營概況調查摘要分析(2005/12/1)
http://www.ftc.gov.tw/
直銷學術研發中心，中山大學管理學院，http://www.dsrc.nsysu.edu.tw/dsrc-tn/dsrc/dsrc-new.htm
直銷雙週報(2005/10/16)，前10大傳銷公司2004年度營業額表現，http://www.dsrc.nsysu.edu.tw/dsrc-tn/infor-service/business-survey/2005-survey/2005-DS-news-taiwan-top-ten.htm
第九屆直銷學術研討會，The Proceedings of Ninth Symposium on Direct Selling(2004/11/21), http://www.dsrc.nsysu.edu.tw/dsrc-tn/research/symposium/lib-2209.htm